LOS GATOS, CALIFORNIA - WPP Group and LiveWorld, a California-based company that creates and operates online "communities", have formed a joint venture.

Branded LiveWorld-WPP, the enterprise will offer WPP clients access to tools that can help them build online communities. Marketers see such "communities" as a way to create word-of-mouth buzz about their products

In recent weeks Interpublic and News Corporation have made similar moves, respectively with Facebook and MySpace.com.